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12thO
ctober2016
www.ECigIntelligence.com
ECigIntelligence(Prelim
inary)SurveyResults
INTRO
DUCTIO
N
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
•Thepurposeofthesurveyw
astostudyvariousaspectsrelatedtotheelectroniccigaretteuse:•
Understandunderlyingreasonsforcontinuede-cigusage
•Evaluateim
portantcriteriaforselectingparticularhardware/e-liquidproducts
•Studyspecificconsum
ptionbehaviors(eg.nicotinelevels)•
Identifykeybrandswithinhardw
areande-liquidsegments
•Exam
inesecondarydeviceuse
•Thesurveygatheredatotalof770responses•
Thesamplecontainsp
rimarilyh
obbyistse
gment:
•Therespondentscom
efromthefollow
ingcountries:
81%
11%
6%
2%
Mod
Mechanica
leGo-sty
leClosed-sy
stem
0%
20%
40%
60%
80%
100%
37%
18%
13%
7%
6%
5%
4%
Unite
d
States
Austria
Unite
d
Kingdom
Germ
any
Sweden
Finland
Norw
ay
0%
10%
20%
30%
40%
METHO
DOLO
GY
•Thegatheringofrespondentsw
asdonewiththecollaborationfrom
:•
Electroniccigaretteassociations•
Electroniccigarettecompanies
•Individualsw
ithlargefollowingonsocialm
ediachannels(eg.Twitteretc.)
•Otherorganizations(eg.new
s&productreview
organisations)
•Theonlinesurveyw
asdeliveredtotherespondentsviaSurveyMonkeyplatform
•Questionsw
erecustomizedforeachrespondent,dependingona
specificonseveralfactors:tobaccodualusageandformfactorusage
•Thesurveytim
eonaverage,tookbetween5-10m
inutes
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
PROFILEO
FRESPONDEN
TS
•Dem
ographicfactors:Gender:
Agegroups:
•7%
arecurrentsmokersand86%
areex-smokers
•98%
ofrespondentsaredailyusers
•Mostoftherespondentsw
ereusinge-cigsregularlyforover2years:
27%
73%
Female
Male
0%
20%
40%
60%
80%
7%
22%
26%
28%
15%
2%
18-24 25-34
35-44 45-54
55-64 65-74
0%
10%
20%
30%
Lessth
anam
onth
1-3m
onths
3-6m
onths
6-12m
onths
1-2years
Over2
years
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
eGousers(N=45)
VV/VWM
odusers(N=626)
Mech.M
odusers(N=81)
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
7%
22%
26%
28%
15%
2%
18-24 25-34
35-44 45-54
55-64 65-74
0%
10%
20%
30%
PURPO
SEOFE-CIG
USE
•Mainreason(s)forcontinueduseofe-cigs:
•Prim
aryfactor(s)thatledtotheinitiale-ciguse:
1%
6%
12%
36%
38%
6%
Icanuseelectro
nic
cigarette
sindoors/in
placesIca
n'tsm
oke
Tore
duceto
bacco
consumptio
nNore
ason,Iju
stlike
vaping!
Ihavealre
adyquit
smoking,b
utIa
mstill
usin
gelectro
nic
cigarette
sforn
icotin
e
Toquitsm
oking
completely
other
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2%
6%
17%
54%
21%
Freesa
mple
Giftfro
mfrie
nds/fa
mily
Sawe-cig
advertise
mento
nth
e
televisio
n,in
terneto
rbillb
oardand
decid
edto
tryusin
gelectro
nic
cigarette
s
Positiv
efe
edbackfro
mfrie
nds/
familyanddecid
edto
purch
asean
electro
nicd
evice
forp
erso
naluse
Other
0%
10%
20%
30%
40%
50%
60%
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
KEYCRITERIAFORSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•Criteriaforselectingane-cigdevice:
•Egousersattachm
uchlessimportancetothefollow
ingfactors:appearance,largevarietyofflavorsandoptiontocustom
izehardware.O
ntheotherhand,easy-to-useandcostofdevicefactorsarem
uchmoreim
portantforegousers.
•Criteriaforselectingane-liquidproduct/device:
•Bottlepackagingandthickvaporappeartobem
oreimportantforadvancedusers
•Flavortasteappearstobethem
ostimportantfactorforallusers
4.9
8.57.0
6.87.5
6.47.5
8.78.6
7.07.1
6.5
8.69.0
5.6
Appearance
Easy-to
-use
Largevarie
tyoffla
vors
Optio
nto
custo
mize
hardware(cle
aromise
rs
etc.)
Costo
fdevice
/components
0 2 4 6 8 10
Importancescale(10– mostimportant)
eGousers(N=45)
VV/VWM
od(N=626)
Mech.M
odusers(N=81)
3.9
4.9
3.5
2.42.7
3.8
4.9
3.52.9
2.93.6
4.8
3.63.1
3.1
Price
Flavorta
steCountry
ofo
rigin
Thick
vapor
Bottle
packaging
0 1 2 3 4 5
Importancescale(5– mostimportant)
eGousers(N=45)
VV/VWM
odusers(N=623)
Mech.M
odusers(N=81)
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
PRICEOFE-LIQ
UID
•Therespondentsw
ereaskedaboutthevolume(m
l)ofthelaste-liquidbottletheyhavepurchasedandalsotheprice(localcurrency)thattheyhavepaidforit.Conversationw
asmadetotheunitprice
permlbydividingbottlepricebythebottle’svolum
eofe-liquid.
•Approxim
etely31%
ofhobbyistsmaketheirow
ne-liquid(N=223),
andpayUSD0.07perm
lforthebaseingredients(basedonsample
sizeofN=84,w
hohaveindicatedtheyboughtbaseingredientsinUS
dollars).
$0.56$0.51
$0.45
Austria
(N=40)
UK(N
=54)
USA
(N=202)
0
0.1
0.2
0.3
0.4
0.5
0.6
Exchange rates
were
takenon
26.10.16 forA
ustrianrespondents
(purchasedin E
UR
) and UK
respondents(purchased
in G
BP):
1 EU
R = 1.09 U
SD1 G
BP = 1.22 U
SD
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
MOSTPO
PULARE-LIQ
UIDBO
TTLESIZES
•Them
ostpopulare-liquidbottlesize(s)are:
•Itisevidentthatm
ajorityofhobbyistsarepurchasinge-liquidin30m
lbottles,butthatcouldalsobeduetogeneralstandardsizesaswell
8.00%
3.00%
53.00%
5.00%
8.00%
7.00%
10.00%
5.00%
10ml
15ml
30ml
50ml
60ml
100ml
120ml
Other
0%
10%
20%
30%
40%
50%
60%
N=469
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
NICO
TINESTREN
GTHOFE-LIQ
UID
•Low
erlevelsofnicotinearemorepopularam
onghobbyists:
•Youngerpeopletendtouselessnicotineintheire-liquids,com
paredtomoreolderpeople:
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
HARDWAREAN
DE-LIQUIDBRAN
DS
•Mostcom
monbrandsinthehardw
aresegment(batteriesandtanks):
•Am
ongothernoticeablebrands:Pioneer4you,VaporShark,Asmodus,Provape,Tesla,LostVape
•Certainbrands,forexam
pleWism
ec,appeartobemorepopularam
ongyoungerpeople:
•Withinthee-liquidsegm
ent,415respondentsindicatedthee-liquidbrandthattheyusedmostoften,
howevernotasinglee-liquidbrandappearedtogatherabove2%
thresholdsincethemarketappears
tobehighlyfragmented
18%
15%
11%
7%
7%
6%
3%
3%
29%
Joyeshop
Eleaf
Wism
ec
Sigelei
KangerTech
SMOK
Innokin
Aspire
Other
0%
5%
10%
15%
20%
25%
30%
35%
N=730
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
ACCESSORIESCO
NSU
MPTIO
N
•Therespondentsw
ereaskedhowoftendotheychangetheir
clearomisers,atom
izersorcoils(intheRDA):
•MorethanhalfofM
oduserschangemorethanonceam
onth•
eGo-styleuserstendtochangelessoften
moreth
anoncea
week
onceaweek
2-3tim
esa
month
onceam
onth
onceevery3
months
onceevery6
monthso
rless
Neverch
anged
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
eGousers(N=43)
VV/VWM
odusers(N=610)
Mech.M
odusers(N=77)
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
SECONDARYDEVICEU
SE
•Approxim
ately74%(N
=530)ofrespondentsalsohaveasecondarydevice
Closedsystem,eGo-styleand“O
ther(eg.Mechanicaldevices)”arem
orepopularassecondarydevicesthanprim
ary.
•Respondentsareusingtheirsecondarydevicesquitefrequently,w
ith52%
usingdailyand31%using“severaltim
esaweek”
•Thetw
omostcitedreasonsforusingsecondarydeviceare:
•“beingabletousem
orethan1flavorinstantly”–46%
respondents•
“morecom
pactsizetocarryaround”–20%
respondents•
Otherresponsesincludeusingsecondarydeviceasasparebackupfor
batterywhentheprim
arydeviceischarging
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
DISTRIBUTIO
N
•Thevapestorechannelism
orepopularamongm
oreadvancedusers:
•Therearecountryleveldifferencesbetw
eenpreferencesforvapestoreoronlinechannelsfore-liquid:
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE
31%
58%
11%
46%49%
5%
62%
31%
7%
Vape/store/Online
Other/(eg./Traditional/retail/channels)0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%The/m
ost/popular/distribution/channels
eGo/users/(N=45)VV/VW
/Mod/users/(N=623)
Mech./M
od/users/(N=81)
SATISFACTIONOFE-CIG
USE
•Therespondentsw
ereaskedtoratetheirsatisfactionlevelwith
theircurrentdevice:
•eGo
usershavethelowestsatisfactionlevel
•Below
thegraphVV/VWm
oduserswhohavebeenusingtheir
devicesfordifferentperiodsoftime,anditappearsthatusersw
hohavebeenusinge-cigsthelongestalsohavethebiggestsatisfaction:
8.519.18
9.26
eGousers(N
=43)
VV/V
WM
odusers(N
=610)
Mech.D
evice
users(N
=77)
0.00
2.00
4.00
6.00
8.00
10.00
Satisfactionscale(10– verysatisfied)
9.088.88
8.889.30
9.45
1-3m
onths(N
=51)
3-6m
onths(N
=86)
6-12m
onths(N
=116)
1-2years(N
=192)
Over2
years(N
=154)
0.00
2.00
4.00
6.00
8.00
10.00
Satisfactionscale(10– verysatisfied)
•INTRO
DUCTIO
N
•METHO
DOLO
GY
•PRO
FILEOF
RESPONDEN
TS
•PU
RPOSEO
FE-CIGUSE
•KEYCRITERIAFO
RSELECTIN
GE-CIGDEVICE&E-LIQ
UID
•PRICEO
FE-LIQUID
•MOSTPO
PULARE-
LIQUIDBO
TTLESIZES
•NICO
TINESTREN
GTHOF
E-LIQUID
•HARDW
AREANDE-
LIQUIDBRAN
DS
•ACCESSO
RIESCO
NSU
MPTIO
N
•SECO
NDARYDEVICEU
SE
•DISTRIBU
TION
•SATISFACTIO
NOFE-CIG
USE